Joanne
- From insight to idea
Logic / Formula for Communications
Input: Competitive Context - Product Truth
Think about who we are as a brand:
Who are we?
If you pull apart the competitive content it becomes quite obvious where the gap in the market is.
Input: Pen portrait - consumer insight.
- understand consumer behaviour.
- understand how they'll react to certain messages.
Assessment of a reaction to a certain product, service or communication can only be successful if you know who the people you're targeting are.
- it's more a 'feelings' (emotional) process than a thinking one.
SIGMA Research - industry
- Knowledge of linking certain demographics into different groups.
Basic way of defining consumer.
Positioning maps
Shopping list - what brands are they buying
Gadget comparison
If they were a brand what would they? (Describe consumer like this to define)
Psychology behind consumers.
Define our brand.
- Cultural insight
- Market/ economy
- Who are we what do we stand for
- Results in 'Big Ideal'
Need to understand 'tone of voice' for our brand - if we were a celeb who would we be? Etc.
Role of the creative proposition:
- It is needed to INSPIRE creative concepts that illustrate a powerful! yet simple expression.
- helps creative team
- a 'challenger' brand will not seek to say everything in a single medium/execution. Can't be all things to all people, more then when we have brand equity.
- come up with an engaging story to the target consumer.
- Aline to their passions yet broad enough to be relevant.
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